Casquinho, ConstançaJuravle, Vlad Nicolae2024-06-172023-01-242022-02-16http://hdl.handle.net/10362/168622The consulting project outlined in this thesis was conducted with Nova Bikes, a Spanish bikes provider operating across Europe and North America. The client has relied on demand forecasting to guide its revenue management function and digital marketing as its sole means of attracting customers to its platform. The consultants were called upon to further develop the client’s demand forecasting capabilities and develop a framework that increases cost efficiency in the management of digital advertising campaigns. An MVP was produced for each component of the problem in hand, complemented with a set of recommendations and an implementation planengStrategy consultingRevenue managementDemand forecastingDigital paid marketingMarketing expendituremaster thesis203316738